Uniqlo Unveils Official Swedish Olympic Assortment – WWD

TOKYO — Because the official clothes sponsor of Sweden’s Olympic and Paralympic groups, Uniqlo on Wednesday unveiled its designs for the upcoming Tokyo summer season video games, at the moment scheduled to happen from July 23 to Aug. 8.

Whereas the Japanese attire model for a few years has sponsored a number of particular person skilled athletes as a part of its international model ambassador program, the partnership with the Swedish Olympic and Paralympic Committees (SOC and SPC) marks the primary time it has sponsored a whole nationwide workforce.

Uniqlo’s designs for the Swedish workforce fuse the corporate’s LifeWear idea with revolutionary manufacturing strategies and efficiency materials. The design was led by Masahiko Furuta, who joined Uniqlo in 2019 as chief designer and mission lead for the corporate’s Olympic and sports activities design.

Furuta beforehand labored for Issey Miyake, Adidas and Asics, and this marks the sixth time he has directed the design of Olympic competitors attire at three totally different international manufacturers.

Swedish athletes in official Olympic and Paralympic designs by Uniqlo 
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“I used to be very curious to work for Uniqlo as a result of in sporting items firms akin to Asics and Adidas, it’s a really particular sports activities class enterprise construction. However Uniqlo has a extra open enterprise construction—it’s extra diversified between sports activities and way of life,” Furuta advised WWD in an unique interview.

“So I needed to mix technical and useful materials with a extra way of life, informal attire design method,” he added.

With the intention to make sure the competitors and coaching put on would offer each consolation and efficiency, Furuta and his workforce designed the gathering in collaboration with the athletes themselves, and model ambassadors together with champion golfer Adam Scott, who helped monitor and check the attire.

Uniqlo additionally established a brand new analysis heart at its Tokyo headquarters, the place it is ready to reproduce Tokyo’s excessive summer season temperatures and humidity situations in a synthetic climate laboratory.

Masahiko Furuta, Uniqlo’s chief designer and mission lead for the corporate’s Olympic and sports activities design 
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“This work helped map warmth, perspiration, and motion zones on the human physique throughout train, and throughout particular sports activities,” Uniqlo stated in a launch. “Such consideration to element produced high quality, high-performance clothes that match comfortably.”

The gathering makes use of a few of Uniqlo’s proprietary useful product traces, akin to Dry-EX, Airism and Blocktech.

“We now have primarily based [the designs] on our useful materials, and we additionally improved each single fabrication, particularly our dry operate,” Furuta stated. “We examined it with our laboratories and researchers and in addition included some college professors.”

Furuta stated the improvements and enhancements that have been made for the Olympic and Paralympic athletes may also be handed on to shoppers. Uniqlo plans to announce a brand new product line impressed by the official clothes of the Swedish athletes quickly.

“Our Uniqlo design philosophy is ‘easy made higher, much less is extra, and made for all.’ We give attention to this one key message and philosophy for the Olympics, our sports activities ambassadors, and in addition our in-line objects,” Furuta stated.

Uniqlo Sweden

Swedish athletes in official Olympic and Paralympic designs by Uniqlo 
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The official clothes that can be worn by Swedish Olympians and Paralympians options a number of improvements which are new to Uniqlo. Presentation jackets, for instance, make use of a kind of zipper that simply connects by way of a spherical clasp on the base for fast fastening and removing.

Additionally they are made utilizing weft knit building, which Furuta stated was partially impressed by his expertise at Issey Miyake. The seamless materials has distinctive stretch, contoured elbow sections for ease of motion, and perforations that observe a physique temperature mapping system and supply additional breathability in areas susceptible to perspiration such because the underarms and again.

Different ways in which Uniqlo will assist to maintain athletes cool in the course of the sweltering Japanese summer season embody logos which are knit instantly into the clothes moderately than printed on them, and a cap with an inside pocket that’s designed to carry an ice pack.

Furuta stated that whereas the colours of the gathering have been impressed by the Swedish flag and previous Swedish Olympic attire, he selected shades of blue and yellow which are lighter and brighter, with the intention to replicate the solar’s UV rays.

Along with coaching put on and way of life clothes meant for occasions akin to media appearances and medal ceremonies, Uniqlo additionally designed the official competitors put on for Sweden’s athletes within the classes of archery, badminton, boccia, canoeing, girls’s soccer, golf, rowing, crusing, capturing, males’s skateboarding, swimming, desk tennis and tennis.

Swedish athletes in official Olympic and Paralympic designs by Uniqlo 
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The ladies’s soccer jerseys are created from engineered mesh that’s primarily based on Uniqlo’s Dry-EX cloth, however has even better fast drying and wicking functionalities. What look like delicate shadow stripes within the cloth are literally small perforations within the form of a cross. Further perforations type a bigger cross on the again, which each follows physique temperature mapping and is a nod to the Swedish nationwide flag.

Soccer shorts, like many different objects within the assortment, are constituted of recycled polyester in a nod to Uniqlo and Sweden’s shared dedication to sustainability. The gathering additionally consists of polyester fibers derived from renewable biomass.

Bonded hems on many objects imply much less cloth, which in flip is extra comfy and light-weight on athletes’ our bodies, whereas additionally minimizing waste. Sports activities bras characteristic a hidden pocket on the again for a GPS system, which permits teaching workers to trace athletes’ actions and to raised strategize their play.

Official Swedish Olympic and Paralympic designs by Uniqlo 
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Bringing collectively our experience in creating attire for international model ambassadors and the data of the Swedish Olympic and Paralympic Committees, a nation with an extended report of sustainability, has enabled us to supply a brand new LifeWear assortment that’s extra sustainable, whereas providing even larger high quality,” Tadashi Yanai, chairman, president and chief govt officer of Uniqlo mother or father firm Quick Retailing, was quoted as saying in a launch.

Swedish Paralympians can be supplied with the identical clothes because the Olympians, though Furuta stated that upon suggestions from athletes, sure modifications have been made with the intention to guarantee most consolation and efficiency. One instance of that is shorter physique lengths of jackets to be worn by wheelchair athletes.

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